The document provides a comprehensive overview of digital marketing strategies for nonprofits, highlighting the importance of user-generated content and the shift from traditional advertising to digital platforms. It discusses key concepts in pay-per-click (PPC) advertising, search engine optimization (SEO), social media engagement, and web analytics, emphasizing the need for nonprofits to adapt and leverage digital tools effectively. Additionally, it outlines the process of obtaining Google nonprofit grants and successful case studies showcasing the impact of these strategies on nonprofit organizations.

1. LOCATION3 MEDIA’sNONPROFIT SEMINAR

2. DIGITAL MARKETINGI like

3. WHY ARE WE HERE TODAY?Let’s try to understand

6. Things to Chew onYour audience wants a voiceUser Generated Content is the most influential piece of “media” you haveBest Buy is spending 20% less on TV and adding it to socialPepsi pulled out of the Super Bowl to launch Pepsi Refresh

7. Great digital advertising uses brand behaviors to inspire consumer behavior.

8. In 8 ideasDigital marketing

9. Digital isn’t about technologyFirst:

11. IF YOU CAN’T BE A DIGITAL NATIVE, BECOME A DIGITAL IMMIGRANT

12. Create Ideas that generate content, allow audience to be a part of storyThis should be the fun part:

14. Be simple, be magical, never stop playingHere are the nice warm and fuzzy words:

16. Leverage existing behaviorCrowd sourcing doesn’t have to suck…a.k.a….

18. Master conversation strategyThis takes significant time:

20. Expect PainI know you probably don’t want to hear this but,

21. NONPROFIT ONLINE MARKETINGPay Per Click

22. Pay Per clickWhat is Pay Per Click?Pay per click (PPC) is the pricing structure used by search engines to charge an advertiser each time a user clicks on the advertiser's ad.The amount is usually set by the advertiser, not by the channel.PPC lets you reach the right customers at the right time, shows success metrics almost instantaneously and provides actionable data for optimization efforts.

23. Pay Per clickWhat basic terminology should I know?KeywordsImpressionsClicksClick Through Rate (CTR)Cost Per Click (CPC)Match TypesQuality ScoreBidsConversionsConversion Rate

24. Pay Per clickHow do I create my keyword lists?ResearchSite contentMajor categoriesCompetitorsExpandBuild on major categoriesUtilize keyword tools (https://adwords.google.com/select/KeywordToolExternal) Include as many relevant keywords as possibleCompetitor keywordsNiche areasSeasonalTargetUse proper match types

25. Pay Per clickHow do I create my keyword lists?ScrubFilter through your keyword lists to eliminate irrelevant termsGroupOrganize your keywords in thematic clustersKeywords should be grouped with ad copy in mindRelevant keywords with targeted adsRinse and RepeatKeyword development is ongoingSearch Query ReportGoogle Opportunity Reports

26. Pay Per clickWhat are the keyword matching options?Broad match: keyword Phrase match: "keyword" Exact match: [keyword] Negative match: -keyword

27. Pay Per clickHow do I structure my campaigns?Account LevelCampaign LevelGeo-TargetingSearch vs. ContentMajor CategoriesAd Group LevelSpecific Keyword GroupTight ThemesCustomize Ad CopyClosely related ad text matching your specific keyword groups.

28. Pay Per clickHow do I create effective ad text?Create simple, enticing adsUse a strong call-to-actionInclude your keywords in your ad textChoose the best landing pageTest multiple ads in each ad group

29. Pay Per clickHow do I control the cost of my campaigns?Keyword BiddingControl the cost you are willing to pay per clickMax CPC*Note: Google Grant campaigns cannot exceed a max CPC of $1.00.Daily Budget CapsControl the amount you are willing to spend per day

30. Pay Per clickHow do I target the right audience?Geo-targetingCountryStateCityCustomAd SchedulingDay PartingTime Parting

31. Pay Per clickWhat type of distribution should I use?Google Search/Search Partners

32. Pay Per clickWhat type of distribution should I use?Google Content NetworkNote: Not available for Google Grant Funds.

33. Pay Per clickHow do I improve / optimize performance?Conversion GoalsGoals should be measurable and have an associated monetary valueDonationsVolunteer Signups NewslettersBid ManagementKeyword specific bidding strategies based on accumulated dataConversion RatesMaximize traffic within funds

34. Pay Per clickHow do I get a Google Nonprofit Grant?

35. Pay Per clickHow do I get a Google Nonprofit Grant?EligibilityAvailable to 501(c)(3) certified nonprofit organizationsOrganization include those serving the arts, education, health, science, technology, and volunteeringRestricted organizations include those selling goods/services, community groups (clubs, sports teams), and religious groupsBenefitsA grant of $10k per month to be used within the Google Adwords programGoogle Checkout ™ (Donation) button available to certified nonprofitsLimitationsGoogle Content Network unavailable

36. Max bid of $1.00 per keywordNONPROFIT ONLINE MARKETINGSearch Engine Optimization

37. What is SEO?“Search Engine Optimization is the process of improving the volume or quality of traffic to a web site or a web page from search engines via “natural” or un-paid search results.”

38. “70% of search engine users choose to visit websites that appear in the top 10 organic results.”-Forrester researchMapsPPCOrganic

39. Step 1: Choose your keywords@tarla // @Location3 // #L3Mnonprofit

40. How do I choose keywords?“urban scholarship programs”1. Determine pages relevant for SEO2. Select keywords for each page3. Research variations4. Pull and compare data5. Choose 2-4 keyword per page“education nonprofit organization”“giving to the arts” “performing arts donations”

41. Step 2: Benchmark@tarla // @Location3 // #L3Mnonprofit

42. What data should I benchmark?Data from analytics:organic visits

43. non-branded organic visits

44. organic conversions

45. non-branded organic conversionsData from the search engines:number of backlinks

46. current positions on keywordsStep 3: Optimize your website

47. How do I optimize my website?URLs

48. Titles

49. Meta Descriptions

50. Meta Keywords

51. Content

52. Internal LinkingStep 4: Link Building@tarla // @Location3 // #L3Mnonprofit

53. What is link building? Acquiring links from relevant sources (websites/blogs) that direct back to your site, preferably with a chosen keyword in the anchor text.Why do we need to link build? The search engines (Google in particular) see these links as “votes” for a website, so the more links from high quality, relevant sites, the higher the site will rank.

54. How do I link build?Submit to online directories:Business.com

55. Best of the Web

56. Yahoo! Directories

57. DMOZContact partners, affiliates and other organizational relationships.

58. What types of links are available?SidebarImageIn Content

59. Step 5: Content

60. What content do I need to create?Content for the site

61. Press releases

62. Articles

63. Blog!!!What do I do with the content?Post on your website

64. Post on others websites/blogs

65. Article and press release syndication sites

66. Facebook and Twitter

67. Social news and bookmarking sites

68. Blog!!!Step 6: Reporting@tarla // @Location3 // #L3Mnonprofit

69. What data is important to SEO?Keyword positions

70. Organic traffic by keyword and keyword groups

71. Total organic non-branded trafficFree ToolsKeyword Search Volume:Google Adwords External ToolKeyword Variations:Google Adwords External ToolSearch queriesGoogle Suggested searchCheck Backlinks:Yahoo! Site ExplorerWebsite Reporting:Google AnalyticsGoogle Webmaster ToolsMSN Webmaster Center

72. NONPROFIT ONLINE MARKETINGSocial Media@angiepascale // @Location3 // #L3Mnonprofit

73. @angiepascale // @Location3 // #L3Mnonprofit

74. @angiepascale // @Location3 // #L3Mnonprofit

75. Create a Fan Pagenot a Group@angiepascale // @Location3 // #L3Mnonprofit

76. Create a branded vanity URL@angiepascale // @Location3 //#L3Mnonprofit

77. Customize your Fan Page with apps, Static FBML, boxes, etc.@angiepascale // @Location3 // #L3Mnonprofit

78. Ask questions in status updatesEngage fans and encourage conversationsStart discussionsPoll/survey fans@angiepascale // @Location3 // #L3Mnonprofit

79. Twitter is a two-way conversation, not a monologue@angiepascale // @Location3 // #L3Mnonprofit

80. Build followers by following relevant, interesting people@angiepascale // @Location3 //#L3Mnonprofit

81. Ask & answer questionsRT generously Compliment others @angiepascale // @Location3 // #L3Mnonprofit

82. Don’t be like Augustus;Social mediaTwitterUse moderation@angiepascale // @Location3 //#L3Mnonprofit

83. Join YouTube’s Nonprofit Program@angiepascale // @Location3 //#L3Mnonprofit

84. Add keyword-rich title and tags@angiepascale // @Location3 // #L3Mnonprofit

85. Add descriptions @angiepascale // @Location3 // #L3Mnonprofit

86. Include branding elements in videos@angiepascale // @Location3 // #L3Mnonprofit

87. SOCIAL MEDIAMeasuring Success @angiepascale // @Location3 // #L3Mnonprofit

88. Which posts/videos had most responseWho interacted the mostBasic fan demographics @angiepascale // @Location3 // #L3Mnonprofit

89. Record growth of followers, fans and subscribers from month to month@angiepascale // @Location3 // #L3Mnonprofit

90. Decrease of negative commentsIncrease of positive comments@angiepascale // @Location3 // #L3Mnonprofit

91. GOOGLE ANALYTICSReferring URLsTime on Site/Bounce RateUnique vs. Returning Visitors@angiepascale // @Location3 // #L3Mnonprofit

92. Social mediaResourcesFacebook Fan Page Signup: http://www.facebook.com/pages

93. Facebook Best Practices for Nonprofits: http://www.diosacommunications.com/facebookbestpractices.htm

94. Facebook Vanity URL: http://www.facebook.com/username/

95. TwtPoll: http://twtpoll.com/

96. Yahoo! Answers: http://answers.yahoo.com/

97. Google AdWords Keyword Tool: https://adwords.google.com/select/KeywordToolExternal

98. TweetStats: http://tweetstats.com/

99. Bit.ly (URL shortener): http://bit.ly

100. YouTube Nonprofit Programs: http://www.youtube.com/nonprofits

101. YouTube Agent Change: http://www.youtube.com/agentchange

102. YouTube Video Volunteers: http://www.youtube.com/videovolunteers@angiepascale // @Location3 // #L3Mnonprofit

103. Nonprofit online marketingWeb Analytics@samanthabedford// @Location3 // #L3Mnonprofit

104. Nonprofit online marketingWhat is Web Analytics?Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage. @samanthabedford// @Location3 // #L3Mnonprofit

105. Nonprofit online marketingWhat is the value of web analytics?The value of web analytics is undeniable.Web analytics data >> customer intelligence >> actionable insights >> improve site performance >> increase donations/volunteers @samanthabedford// @Location3 // #L3Mnonprofit

106. Nonprofit online marketingNewton’s Third Law of Motion - RepurposedFor every action, there is an opportunity for an intelligent reaction.@samanthabedford// @Location3 // #L3Mnonprofit

107. Nonprofit online marketingWeb Analytics Cycle - Prior to Data CollectionSet GoalsImplement CodeAnalyze Data@samanthabedford// @Location3 // #L3Mnonprofit

108. Nonprofit online marketingWeb Analytics Cycle – Once Data Is CollectingTranslate InsightsInspire VisitorsContinually Collect DataReporting@samanthabedford// @Location3 // #L3Mnonprofit

109. Nonprofit online marketingFree Tools@samanthabedford// @Location3 // #L3Mnonprofit

110. Nonprofit online marketingSOS Outreach – Analytics Success116.50% increase in visits181.48% increase in page views30.01% increase in pages per visit36.40% increase in average time on site18.91% decrease in percentage of new visits@samanthabedford// @Location3 // #L3Mnonprofit

111. Nonprofit online marketingSOS Outreach – Analytics Success@samanthabedford// @Location3 // #L3Mnonprofit

112. Nonprofit online marketingAnalytics Services – Weekly Email Reporting@samanthabedford// @Location3 // #L3Mnonprofit

113. Nonprofit online marketingAnalytics Services - ReportingBefore Location3 MediaSample report and results from our insightsBefore and afterPut together a basic initial look at their analytics……After Location3 Media@samanthabedford// @Location3 // #L3Mnonprofit

114. Nonprofit online marketingGoogle Website Optimizer (GWO)GWO is a landing page optimization platform